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Mobile marketing has become a discipline unto its own. Many consumers today browse the Internet primarily through mobile devices, making it absolutely critical that digital marketers fine-tune their messaging to mobile devices. Here are a few ways you can improve your mobile campaigning.

1. Focus on Geographic Targeting

Most mobile users are looking for local businesses and information around them. Furthermore, many search engines promote businesses local to the consumer automatically. It’s important that you emphasize your company’s geographic location, both by using geographic keywords and by highlighting information relevant to your location.

2. Make Sure Your Site is Mobile Ready

Not only should your website be “responsive” (designed with mobile use in mind), but it should also be fast to load. Mobile customers will only wait a few seconds for a website to load and they may be on a slow data connection. Review your website on an assortment of mobile devices to make sure that they are truly compatible.

3. Consider Leveraging Apps

Apps offer an excellent way to provide engagement to customers native to their device. Having an app means that your service will “live” on your customer’s phone — they will always see it and will be able to easily interact with your website. Even better, apps can send alerts and notifications through the individual’s phone or tablet, giving them more information about discounts, promotions, and other important events. Apps may take a little time to develop, but the influence they can have is invaluable.

4. Analyze Customer Preferences

Your mobile customers may not behave the same as other customers. For instance, many mobile customers will browse on mobile devices but will actually finish their transactions on a desktop computer. You should look through your data analysis to determine how your customers are reacting to your website in order to improve the user experience. What products are your mobile users focusing on? How often do they engage? Do they seem to engage without making a purchase? All of these insights will give you information about how you can improve your website to provide higher conversion rates.

Mobile campaigning may require a little extra work, but it will increasingly pay off as mobile use continues to grow. By developing a responsive site and keeping your mobile customers in mind, you can improve the overall user experience of your site and reach entirely new markets.